Helping Barclaycard get to ‘Go-To’

Barclaycard is on a journey to become the ‘Go-To’ bank for consumer payments and delivering the best outcomes for customers and clients is fundamental to achieving that ambition. That ambition – and the advent of a new regulatory regime driven by the Financial Conduct Authority focusing conduct risk – means it’s crucial that every employee puts customers at the heart of all they do.

Compliance vs cultureWhilst developing robust risk related processes and oversight structures to better manage the risks that could undermine good customer outcomes, they also recognised that processes and frameworks that support compliance, albeit essential, are only part of the story.

Having worked with Barclaycard for several years, blue goose were asked to help develop a risk culture in which the attitudes and behaviours of employees would not only be a first line of defence against Conduct Risk, but an opportunity to drive competitive advantage through risk management.

What, how and whyWe helped write a core narrative to reflect the why, what and how of Conduct Risk and then built an employee awareness campaign and engagement toolkit around it. Branded media drove awareness, focusing on the broad behaviours behind the concept of Conduct Risk, and the toolkit supported Line Managers to ‘unpack’ the specific implications through dialogue with employees.

A definite success

In post campaign measurement, four out of five managers of 450 surveyed said that the toolkit was "definitely" or "very" useful in getting Conduct Risk messages out to colleagues and in driving helpful conversations.

Conduct Risk touches every single aspect of our business, so we are all accountable for preventing detriment to our customers and clients, whether we interact directly with them, or support colleagues who do.